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Hunter

We helped Hunter understand if their customers could find and buy the right products for them on their website

Our research project for Hunter covered a range of methods to gather actionable insights. We sought to understand if users could find the right products for them, and identify any issues with the checkout process. We delivered the research insights alongside a list of practical recommendations.

The challenge

Hunter is well known for its huge range of wellington boots, varying from traditional long boots to short boots fit for festivals. One of Hunter’s main challenges is enabling users to find the perfect boot for them, one that fits well and suits the type of activity they want to use them for.

Hunter also sells practical and durable clothing, bags and accessories, which they are not typically known for. This lack of knowledge presents a further challenge in helping users discover these products more easily online.

What we did

We conducted in-depth usability sessions on the Hunter website to gain an insight into how people choose and purchase products on both mobile and desktop devices. Through the research we were able to identify areas where users struggled, which could then be changed to enhance the overall user experience.

During the sessions we explored users’ online shopping behaviour, how they would naturally find the Hunter website and their initial impressions of it. Our approach to usability testing was naturalistic in that we encouraged users to generate their own tasks for a more realistic testing process with higher validity.

The outcome

Overall the website tested well, but our research uncovered some issues, most of which were minor.

The findings helped Hunter to identify areas of the navigation that were problematic for their users. We also discovered what aspects of the product were most relevant for the customer when shopping, which helped inform the use of filters throughout the website.

The insights were provided to Hunter in a detailed research report alongside practical recommendations that helped address each finding and improve the overall experience of their website.